Class and Trade Publications

Writing for class or trade publications is almost wholly a matter of knowing your field and being industrious in tillage. The young writer, during the period of his salad days, may well employ this market as a stepping stone or a side line. Style, in the literary sense, does not enter in; a generous handful of practical and definite knowledge or helpfulness, put in the most common-sense and understandable way, will in manuscript form often be accepted by the first of the class journals to which it goes, and moreover the information may be worked over again and again, for this paper and for that, by looking at the matter from various angles and making proper revisions and adaptations.

Obviously a man who has lived on a small island all his life would not be naturally fitted to tell how an engineer polishes his engine. It is not necessary, however, that the writer should be an engineer. He may have gained the requisite information by talking with a longtime railway man, or his father or some relative may be in this field of labor. At all events, he should draw his material from some fund of actual experience, and supplement this, if at all, very rarely with encyclopedic knowledge.

The writer desirous of making writing for trade periodicals a stepping stone, should utilize and capitalize all his opportunities. How many these are is not appreciated by the average person. One may have certain hobbies or interests in life; or he may be fortunate enough to have had special training in a mechanical laboratory or a machine shop; or former occupations may afford him specific information; or a large number of acquaintances may yield him a wide variety of knowledge.

Just what sort of material the trade magazines require will, of course, best be seen by a careful study of their pages. These journals may be seen in nearly all public libraries, or if not to be found there, the writer may possibly consult, say, a machine-shop journal in one of the local machine shops, or a technical automobile weekly in one of the garages, a hair-cutter's journal in a barber shop, etc. If not, a sample copy of the magazine will usually be sent upon application to the editor, if the copy price in postage stamps is enclosed. Writers should not accept replies from trade journals as promptly as from fiction magazines, for the reason that all real trade journal editors spend about one-third of their time on the road keeping in touch with trade conditions, and therefore manuscripts often accumulate on their desks until their return. They also have hundreds of letters to write to dealers weekly, giving them their best advice and counsel, and they write virtually all the circulation matter which goes forth from their offices. You can see, therefore, that they have not the time to devote to editing and to writing to authors that the men who pass on fiction matter have at their disposal.

Some years ago, in a small town in Pennsylvania, the fattest of all American boys died. A special casket was required to bury him. The news story of this funeral, with photographs, was easily sold to one of the undertaking journals. (By the way, in a revised form, this article was also marketed with a newspaper syndicate.)

Other examples may be afforded in reporting the first day's operation of a new and gigantic cement mill; or the unique way of handling the output of a certain coal deposit.

Unlike the slow and uncertain headway one makes with the standard magazines, this market offers both rapidity and certainty for the man who has the message. It is not to be inferred, however, that the market opens so wide that it can be hit with equal success anywhere, or that it is lucrative other than in the aggregate. Good advice is to make a business proposition of it or not at all; and go fishing often in the pools that give results.

Many of these periodicals, the house organs especially, are interested in suitable photographs; some magazines will accept building plans, factory or city layouts which an architect or an engineer may prepare; and others will be glad of sketches or blue prints to reproduce.

Some of the class periodicals, and notably among them the secret society journals, house organs, and historical quarterlies, receive much material that is offered without expectation of compensation, so that if remuneration is expected for the article submitted to such papers, it is advisable to mention that fact.

For convenience of reference, the list has been sub-divided into topical groups.

Advertising Journals

ADMAN, 17 Battery Place, New York. Monthly; per copy, 5c.; per year, 50c. Editor, J. F. Murray. A journal devoted to the interest of the advertising writer and manager. Uses short items of news in the field and practical method articles.

ADVERTISING AGE AND MAIL ORDER JOURNAL, 64 West Randolph Street, Chicago, Ill. Monthly; per copy, 10c.; per year, $1.00. Editor, Louis Guenther.

ADVERTISING AND SELLING, 471 Fourth Avenue, New York. Weekly; per copy, 15c.; per year, $3.00. Managing Editor, Maurice F. Duhamel. Sends in the following statement: "A recent research among a big percentage of our readers which gives us a very clear line on what the rest want, shows that they are anxious for the socalled "how and why" stuff. Stories of actual campaigns-how they were planned and executed; constructive criticisms of advertisements, how to write better letters, etc., are wanted. These should not be over 2000 words, and if possible illustrated with specimen ads., letters, etc. Report at once. Pay on publication."

ADVERTISING CLUB NEWS, Advertising Club of New York, Inc., 47 East 25th Street, New York. Weekly; per copy, 5c.; per year, $1.00. Editor, Frank LeRoy Blanchard.

ADVERTISING NEWS, 117 East 24th Street, New York. Combined with Advertising and Selling, which see.

ADVERTISING WORLD, 33 West Gay Street, Columbus, O. Monthly; per copy, 10c.; per year, $1.00. Editor, Carl Crossland. The matter used is largely prepared by its staff.

THE AMERICAN PRESS, 225 West 39th Street, New York. Monthly; per copy, $2.00. Editor, Edward Percy Howard. Uses articles from 1000 to 2000 words on subjects of constructive interest, dealing with advertising and newspaper publication, or anything which would interest country newspaper publishers and newspaper writers. Reports at once. Pays on acceptance.

ECONOMIC ADVERTISING, Mail Building, Toronto, Ontario, Canada. Monthly; per copy, 10c.; per year, $1.00. Editor, J. P. Patterson. Now Marketing and Business Management.

EDITOR AND PUBLISHER, World Building, New York. Weekly; per year, $3.00. Editor, James Wright Brown. Uses brief practical items and ideas in the way of meeting advertising problems. Reports: "We are in the market for anything that may be of special interest to advertising men and journalists, and newspaper men generally."

ELECTRIC SIGN JOURNAL, 239 Fourth Avenue, New York. Monthly; per copy, 15c.; per year, $1.00. Editor, James Carroll. Uses articles descriptive of electric signs, stable and moving, and photographs.

EXCLUSIVE DISTRIBUTOR, 139 East Rich Street, Columbus, O. Monthly; per copy, 10c.; per year, $1.00. A magazine using practical articles of campaign and other advertising distribution methods. THE FOURTH ESTATE, 232 West 59th Street, New York. Weekly; per copy, 10c.; per year, $4.00. Editor, Ernest F. Birmingham, Managing Editor, Edwin G. Heath. Reports: "We use only matter of interest to newspaper men and do not, therefore, purchase any manuscript of a general nature. Moreover, our columns are always filled with material of exactly the sort demanded by our readers and we do not find it necessary to purchase any material aside from that furnished by our regular editorial staff and our correspondents."

INDEPENDENT ADVERTISING, 1 Broadway, New York. Monthly; per copy, 10c.; per year, $1.20. Editor, George Blumenstock.

JUDICIOUS ADVERTISING, S. E. corner Wabash and Madison, Chicago, Ill. Monthly; per copy, 15c.; per year, $1.50. Editor, R. C. Gano. Reports: "We use articles dealing with some specific advertising or sales problem, and based on actual experience. Manuscripts are reported on in one week, and payment is made on publication at the rate of one-half cent a word."

MAILBAG, 1800 East 40th Street, Cleveland, O. Monthly; per copy, 10c.; per year, $1.00. Editor, Tim Thrift. Can use articles on any phase of direct-mail advertising, but particularly those concerning house organs, booklets, folders, letter enclosures, post cards, compilation and upkeep of mailing lists, direct-mail systems, complete campaigns, special direct-mail features, etc. Has considerable material at present on the subject of letters. Unless writers have practical experience in direct-mail work, or are able to interview and translate the work of those who are active in this field, there is little chance of a contribution being accepted. The Mailbag is a highly specialized medium, de

voted solely to the field of direct-mail advertising. Its articles are largely of a purely technical nature, or descriptive of work actually done by some advertiser. It does not contain fiction, but fact. Length of articles should be from 1000 to 5000 words. Photographs are not wanted, but samples of work described can be used and will be reproduced in half-tone. At present wishes articles on house organs for employees, showing part played in welfare work. Manuscripts are reported on within a week from receipt. Payment is made before publication, prices ranging from $5.00 to $25.00.

MAIL ORDER NEWS, Newburgh, New York. Monthly, except July and August; per year, $3.50. Editor, W. L. Berkwitz.

MARKETING AND BUSINESS MANAGEMENT, 53 Yonge Street, Toronto, Ont., Canada. Monthly; per copy, 20c.; per year, $2.00. Editor, W. A. Lydiatt. This monthly magazine of Canadian business uses much the same material that System uses, and the articles are prepared in the same way, that is, the points are made concretely and illustrated so far as possible from the personal experience of the contributor. These articles on all phases of business may run from 1000 to 2000 words in length. Brief items embodying business suggestions are also used.

NEWSPAPERDOM, 18 East 41st Street, New York. Semi-monthly; per year, $2.00. Editor, H. Craig. Not interested in outside contributions. Material for this periodical is furnished by its staff and regular correspondents.

THE NOVELTY NEWS, 9 South Clinton Street, Chicago, Ill. Monthly; per copy, 25c.; per year, $3.00. Editor, Henry S. Bunting. Uses short items and articles giving ideas for unique advertising by means of emblems, buttons, souvenirs, etc. Practical and tried methods have the preference.

PACKAGE ADVERTISER, 343 South Dearborn Street, Chicago, Ill. Monthly; per copy, 10c.; per year, $1.00. Editor, Beaton and Rehm. PARCEL POST JOURNAL AND ADVERTISERS' GUIDE, New Egypt, N. J. Monthly; per copy, 10c.; per year, $1.00. Editor, W. Clement Moore.

POSTAGE, 18 East 18th Street, New York. Monthly; per copy, 25c.; per year, $2.00. Editor, John Wright. Reports: "We can use 1000 word articles on any subject that will tell how to transact business by mail. Manuscripts are reported on at once, and payment is made at the rate of one cent a word."

THE POSTER, Post Advertising Assn., 28 East Jackson Boulevard, Chicago, Ill. Monthly; per copy, 20c.; per year, $2.00. Editor, Roy O. Randall. Reports: "We use considerable contributed matter-on various uses of the poster, both as a commercial advertising device and in the promotion of civic movements, bazaars, fairs, etc. Illustrations showing posters of artistic worth, as well as those designed by amateurs and school children, are used, clear photographs being required. Some articles on the general philosophy of advertising are also used. Articles should run from 500 to 3000 words. Poster exhibitions and collections offer a chance to the would-be contributor. Manuscripts are reported on in two weeks, and payment is made on

publication, at the rate of half a cent per word for text matter, and $1.00 per page for illustrations."

PRINTERS' INK, Printers' Ink Publishing Company, 185 Madison Avenue, New York. Weekly; per copy, 10c.; per year, $3.00. Editor, John Irving Romer. Reports: "Our articles are of a very specific nature on subjects intimately related with advertising and selling. We rarely use retail stories-only when they have facts of significance to national manufacturers. Articles are usually written by business executives out of their own experiences. The length runs from 500 to 2500 words. A study of the publication will suggest the type of contribution we can use to best advantage. Articles are paid for on publication."

PRINTERS' INK MONTHLY, 185 Madison Avenue, New York. Monthly; per copy, 15c.; per year, $1.00. Editor, John Irving Romer. A journal of printed salesmanship. Uses special articles by qualified writers on advertising copy of all kinds, house organ making and general publicity. Drawings and photographs are used in connection with these articles. The usual length of article is from 1000 to 1500 words. REAL ESTATE ADVERTISER, 179 West Washington Street, Chicago, Ill. Weekly; per year, $1.00.

SALES BUILDER, Associated Advertising Clubs of Iowa, Iowa City, Ia. Monthly; except July and August; per year, 50c. Editor, Frank Armstrong. Nearly all material used is contributed by correspondents.

SIGNS OF THE TIMES, 30 Opera House Place, Cincinnati, O. Monthly; per copy, 20c.; per year, $2.00. Editor, H. C. Menefee. Uses short pithy items of 100 to 500 words on advertising from any specific angle. Photographs in illustration are desirable.

TRADE REVIEW, St. Johns, Newfoundland. Weekly; per year, $1.00. Editor, P. K. Devine.

UP-TO-DATE DISTRIBUTER, 1010 St. Clair Avenue, Cleveland, O. Monthly; per copy, 10c.; per year, $1.00. A magazine for house to house advertisers. Experience articles and brief items are used, as well as campaign methods.

WESTERN ADVERTISING, 618 Mission Avenue, San Francisco, Cal. Monthly; per copy, 25c.; per year, $2.00. Editor, Hugh E. Agnew. Reports: "This journal is devoted to merchandising, including window displays, package inserts, sandwich men, everything, in fact, that helps call attention to a business or product with the intention of selling something. We can use articles up to three thousand or four thousand words. They must be up-to-date and of a nature that will inspire advertising in general, or to be adapted for use again. An occasional story of an advertising success is used. We prefer these stories from our own territory, which is the Pacific Coast from the Rocky Mountains west. We pay from five to ten cents a line on publication. The manuscript is all examined, either by the editor or under his supervision. It is promptly read and either accepted or returned, where that is desired."